Michael Beasley is a user experience professional based in Southeast
Michigan. He is currently a User Experience Architect at ITHAKA,
working on a platform that millions of people around the world use to
access scholarly journal articles. Previously, he was the Measurement
Team Lead at Pure Visibility, an Internet marketing company, where he
merged his interest in UX with his interest in web analytics and went
on to write the book Practical Web Analytics for User Experience.
Michael has also served as president of the Michigan chapter of the
User Experience Professionals’ Association, and is the co-founder of
Ignite UX Michigan. Michael has an MSI in Human-Computer Interaction
from the University of Michigan School of Information.
Web analytics are an important part of the user research toolkit. This source of quantitative data can help us find problem areas to investigate through other means or provide more context for other data sources. When you bring together data from web analytics, interviews, usability testing, and other sources, you can form a more complete picture of what your users are doing.
This workshop will give you a solid foundation and starting point for using web analytics. We’ll look at some of the key ways UX people can use the data to understand user behavior. Most of the examples in this workshop will use Google Analytics, but what you learn will apply to whatever analytics tool your organization uses.
Topics in this workshop include:
– How to infer intent from the way users get to websites
– How to analyze the paths users take through their websites
– The basics of segmenting usage data to focus on just the right users
– How to understand quantitative data
In this workshop, you’ll practice interpreting real-world examples of data. This workshop is for people with little or no web analytics experience. Access to web analytics data is not required, but will help make the concepts in this workshop more meaningful.